Attention Football-Hating TV Commercial Lovers – This Dish is For You

All those football haters who only watch the Super Bowl for the commercials have a new ally: Dish Network.

The company’s Hopper DVR has an “AutoHop” feature that is normally used to help viewers skip through ads and only watch the programming. (Media giants, naturally, have been up in arms about the service, urging Dish in court and in private negotiations to cut it out.)

Well, for the Super Bowl, Dish is turning the feature on its head. Now, you can enable “Reverse AutoHop” and skip over the game and only watch the commercials. The feature will be available when a viewer plays back the Super Bowl the day after it airs. So you can watch all those goofy, heartstring-tugging spots back-to-back.

“This day is about two things: football and commercials, and for good reason — both are entertaining and our customers love them,” Vivek Khemka, DISH senior vice president of product management, said in a statement.

“Making these entertaining ads ‘appointment watching’ after the game puts the brands front and center for an even wider audience,” said Bill Koenigsberg, president, chief executive and founder of media buyer Horizon Media. “Regardless of who wins the game, that’s a win for advertisers and consumers.”

So if you have no interest in watching Russell Wilson escape the rush and scramble for a first down, or Tom Brady hit Gronk on a seam route, but are excited to watch marketers show off their best stuff on TV’s biggest stage, this TV gizmo is for you.